the iconicmultivitamin brandowned by Bayer’s Consumer Health division in India, has relaunched with a new campaign ‘SahiPoshan Harr Din, KhaneKeSaathSupradyn’addressing consumers in India directly for the first-time in its sixty-year legacy. Conceived by Lowe Lintas, the campaign isrooted inthe insight that an average Indian diet meets only up to 70% of one’s daily nutrition requirement,according to 9 out of 10 doctors and nutritionists from urban India in a recent survey conducted by the brand. The campaign aims to create awareness on how this deficit can be overcome by adding a multi-vitamin to our daily diet and positionsSupradyn® as the go-to solution to unlock one’s 100% potential every day.
Sandeep Verma, Country Head, India, Bayer Consumer Health Division,said “This marks an important milestone for Supradyn® which has built a trustworthy relationship with doctors and healthcare professionals over the years. We are now happy to also address the consumers directly for the first time in the brand’s six-decade legacy, leading discussions and creating awareness in the nutrition and multivitamin-multimineral category. Our campaign brings to light Supradyn’s role in complementinga healthy diet, which provides only up to 70% nutrition, thereby bridging this nutrition gap and providing more energy and immunity every day.”
Talking about the campaign, Ritu Mittal, Head – Marketingand Digital, Bayer Consumer Health India, said, “The pandemic situation has reset our priorities, bringing health and wellness to the forefront. With the launch of this ‘first-ever’ Supradyn® campaign in India, we intend to educate our consumers on the micronutrient insufficiency in their diets in a relevant and memorable way. We want to encourage them to take One Supradyn Daily tablet every day for improving their energy levels and boosting immunity. The campaign ‘SahiPoshan Harr Din, KhaneKeSaathSupradyn’ will encompass all modes of media mix with a strong focus on digital.”
The campaign film highlights how simple daily activities may seem like mammoth tasks when a diet is unable to meet the body’s daily nutritional requirements. It finds its protagonist in the average woman of today, aptly named ‘Miss 70’, who is able to give at most 70% output despite putting in her 100% effort due to the wide nutrition gap, leaving her not only low on energy for most part of the day, but also more prone to falling sick.
Tasneem Ali, Executive Director, Lowe Lintas said,“We are delighted to be a part ofSupradyn’s relaunch, a milestone in itself,that brings to light a relevant conversation in a simple yet memorablemanner. The past year and a half have changed the way we look at our health and wellness, showing us how our diet cannot be solely relied upon to maintain energy and boost immunity. Our campaign hence startsa relevant conversation highlighting relatable concerns to draw the curtains onSupradyn’s improved solutionthat helps you reach your 100% every day.”
The pan-India campaign aims at targeting young Indian consumers aspiring to live in their prime, across all its key markets. The brand relaunch is supported with an upgrade in its formulation which now contains 5X Zinc (as compared to the older formulation) and 12 essential vitamins for more energy and immunity. It is now also available in a new and improved packaging which is more premium and contemporized.
The integrated campaignwhich went live earlier this week is being promoted via TV spots, digital ads and other online and offline mediums.
Bayer is a global enterprise with core competencies in the life science fields of health care and nutrition. Its products and services are designed to help people and planet thrive by supporting efforts to master the major challenges presented by a growing and aging global population. Bayer is committed to drive sustainable development and generate a positive impact with its businesses. At the same time, the Group aims to increase its earning power and create value through innovation and growth. The Bayer brand stands for trust, reliability, and quality throughout the world. In fiscal 2020, the Group employed around 100,000 people and had sales of 41.4 billion euros. R&D expenses before special items amounted to 4.9 billion euros. For more information, go to www.bayer.com.